1. Challenge
The
Client:
The
Interna-onal
Fund
for
Animal
Welfare
(IFAW)
The
Challenge:
Create
an
interna-onal
ad
campaign
to
raise
awareness
about
the
threat
posed
to
endangered
species
by
illegal
commercial
trade
and
to
encourage
consumers
to
avoid
buying
these
products.

2. Insight
Our
target
audience
is
• Interna-onal
• Adult
14+
• Consumers
• People
who
travel
interna-onally
(especially
to
Asia,
Africa
and
the
Caribbean)
• Awareness
of
conserva-on
animal
issues,
strong
ethical
sense
Insight
We
want
to
create
comfortable
world
for
friendly
to
animal
people
and
to
show
everyone
that
good
aFtude
to
animal
can
make
human
world
easy,
comfortable
and
posi-ve
saturated.

3. Strategy

4. Informa-on
By
using
Augmented
reality
Channels:
1. Airport
trains
2. Mirror
at
WC
at
airport
or
dressing
room
at
fashion
bou-que
How
to:
• Passengers
will
be
able
to
see
animals
-­‐
-ger,
elephant
and
etc.
come
to
life
before
their
very
eyes
walking
near
people
inside
the
train.
The
interior
of
the
train
should
looks
like
animal
natural
living
area
by
prints
or
drawing.
We
want
to
show
people
how
animal
world
is
beau-ful
and
we
should
save
it
• When
person
come
to
airport
WC
rooms
or
dressing
room
at
fashion
bou-que
and
look
at
the
mirror
he
will
see
instead
of
himself
–
the
animal(-ger
and
etc.),
who
will
do
the
same
movements
as
that
person
do.
And
aPer
animal
disappear
in
the
mirror
the
person
will
see
the
worlds:
«Want
feel
like
>ger?
–
No
need
to
buy
my
fur!»
-­‐
(in
dressing
room)
«Want
feel
like
>ger?
–
No
need
to
kill
me!»
-­‐
(in
WC
room)

5. Ac-on
By
using
RFID
bracelets
Channels:
1.Give
bracelets
to
opinion
leaders:
bloggers-­‐travellers,
organiza-on
members,
celebrity
members
as
Leonardo
di
Caprio
2.Give
bracelets
to
people
who
usually
go
or
use
service
of
places
friendly
to
animal
as
zoo,
animal
shelter,
shop
for
animals
and
etc.
3.Give
bracelets
to
involved
par-cipants
of
performance
How
to:
When
you
get
RFID
bracelets
–
you
should
to
register
its
unique
number
and
to
cohere
with
your
profile
on
facebook
and
foursquare.
It
means
that
when
you
come
to
place
friendly
to
animal
or
one
of
the
airport
in
countries
especially
placed
in
Asia,
Africa
and
the
Caribbean
you
can
automa-cally
check
in
at
this
place
using
terminal
for
RFID
bracelets.
So
you
tell
you
friends
and
future
friendly
to
animal
par-cipants
that
you
are
friendly
to
animal
person
and
you
were
here.

6. Involving
By
using
Face
for
adver>sing
Channel:
Person
face
How
to:
Person
with
drawing
or
temporary
taXoo
«animal
face»
on
his
face
and
with
the
message
on
it
-­‐
I'm
person
friendly
to
animal!
–
Are
you?
going
across
the
whole
airport,
transports,
shops,
restaurants
and
show
everywhere
performance.
Everybody
pay
aXen-on
to
his
face
and
his
ac-ng
–
come
to
find
out
the
sense
of
this
and
to
take
a
picture
with
him
and
then
send
it
to
social
network
to
share
with
friends

7. Involving
By
using
apps
Channel:
Smartphones,
tablets,
notebooks
How
to:
1.
We
create
game
apps
for
the
computer
and
phone
plaorms,
where
you
can
safe
animal
from
the
poachers
or
find
-ger’s
stripes
or
rhino’s
horn,
which
were
stolen
for
illegal
trade
2.
We
create
map
of
the
places
which
are
friendly
to
animal
in
ci-es
especially
placed
in
Asia,
Africa
and
the
Caribbean
regions.
This
app
help
you
to
find
places
where
you
can
get
useful
bonuses
for
friendly
to
animal
community
and
meet
people
with
common
posi-on.
Members
of
friendly
to
animal
community
–
everyone
who
have
RFID
bracelets
–
can
get
apps
for
free.
Person
who
is
not
the
member
can
get
these
apps
for
1$
which
will
be
donate
to
help
animals.

8. Summary
" Buying
souvenirs
made
from
animals
is
a
popular
form
ac-vity
of
the
popula-on
(par-cularly
tourists)
and
jewelry
made
from
animals
are
fashion
accessories.
" We
realize
Informa-on
Company
(in
airports,
on
the
streets,
in
the
Internet
community)
about
the
importance
and
beauty
of
the
animal
world.
" During
the
campaign
we
give
people
an
opportunity
to
change
their
behavior
and
habits.
They
can
visit
friendly
to
animals
restaurants,
cultural
events,
as
well
as
use
fashionable
gadgets-­‐
bracelets
(instead
of
the
jewelry
from
animals).
" Populariza-on
friendly
to
animal
community
and
ideology.
We
transform
friendly
to
animal
community
to
trendy
mass
movement,
which
based
on
IFAV
goals
and
aims
in
its
ac-vity
(more
members
and
sympathizers
-­‐
less
killing
of
animals).
Final
conclusion:
Friendly
to
animal
views
are
not
only
an
individual
life
posi-on,
but
also
an
opportunity
to
make
people
live
more
comfortable
and
open
for
new
possibili-es
and
prospects.